The country's largest department store chain will retail the brand exclusively through dedicated shop-in-shop space within Shoppers Stop stores. The range will initially be available across 17 stores, going up to 75 stores in the next three years.

"Femina has a nearly 50-year old heritage and stands for women's voices. We hope to convert this into a fashionable, stylish and affordable brand," said Govind Shrikhande, managing director, Shoppers Stop.

As part of a unique 'co-create and co-own' partnership, BCCL has licensed 'Femina FLAUNT' to Shoppers Stop to design, develop and retail the brand exclusively across its stores. FLAUNT is the retail identity developed by BCCL for Femina. "Femina, one of our flagship brands has had a phenomenal bond with its readers, over the last many decades. Today, that relationship gets redefined, as 'Femina FLAUNT' moves into their wardrobes," said Vineet Jain, managing director of BCCL.

Flaunt's first collection will feature apparel, footwear, accessories and bags. Indian ethnic wear such as sarees and salwar-kameez still account for three-fourths of the entire women's wear market worth Rs 90,000 crore. Experts feel that the demand for women's western wear is at an all-time high, thanks to the increase in the share of women in the workforce and the growing economic independence of women. This trend is expected to continue as more women enter the labour force.